MINISO to bring IP theme park-style shopping experience to Europe

Global lifestyle brand MINISO is gearing up to open a new flagship store in Madrid on December 20th, which will be its largest in Spain and the first MINISO LAND store in Europe. Bringing MINISO’s new “IP theme park-style” shopping experience to Europe for the first time, the new store will bring the brand’s IP collaborations to life in an immersive and playful environment, informs the company.

MINISO LAND is a scenario-based IP co-branded collection store that brings the world’s favorite IPs to life. “From MINISO’s new Harry Potter collection to popular collaborations with Sanrio, Snoopy, and Disney, the store’s design creates a unique and unforgettable way to shop and play in a scenario-based environment,’ shares the company.

From the street, the store stands out with an eye-catching 20-meter Sanrio-inspired glass exterior façade. Inside the store, shoppers can explore a blind box zone, cosmetic and fragrance areas, a large claw machine experience area, a white Penpen penguin bathroom, a Penpen Madrid tree-hugging design, and a special Callao street view photo spot – highlights that are perfectly curated for capturing and sharing on social media, says the company.

In the build up to the store’s grand opening, MINISO’s beloved Penpen mascots toured the city, bringing joy to the capital’s famous landmarks from Cibeles Palace and Callao Square to Preciados, Puerta Del Sol and more.

“We’re thrilled to be opening a new MINISO flagship store in the heart of Madrid’s vibrant Gran Via commercial district, and to be bringing our MINISO LAND store format to Spain for the first time,” said Vincent Huang, General Manager of MINISO Overseas distributor markets and Vice President. “IP collaborations are a key strategic category for MINISO. This high-level store format perfectly showcases our highly popular IP collections, especially beloved by Spanish consumers, putting interest-driven consumption and experience-driven retail at the heart of the in-store experience, while embodying MINISO’s ‘life is for fun’ attitude.”

The expansion of MINISO’s MINISO LAND store format is rooted in its ambition to become the world’s leading IP design retail group. The first MINISO LAND opened in Shanghai, China, in October, creating a huge buzz and breaking the brand’s sales record.

The opening of this store on Madrid’s Gran Via is the latest opening as MINISO pursues rapid expansion across Europe and globally. As of the end of September 2024, MINISO has approximately 7,200 stores globally, of which 260 are in Europe. In Spain, the brand currently has stores in Madrid in Fuencarral, in Barcelona at Westfield La Maquinista and in Malaga at Plaza Mayor.